July 25, 2021

Pitti Immagine offers a new beginning

3 min read

Pitti Immagine Uomo is ready for Pitti Uomo 100, its 100th very special edition that will take place again as a physical event after the Covid-19 emergency, from June 30 to July 2, in Florence’s Fortezza da Basso (also see here). The show will take place simultaneously with Pitti Immagine Bimbo in the same location, in Florence, while Pitti Filati will run June 28-30 at Stazione Leopolda.

The event will follow all necessary security protocols including checking temperatures at the entrance, controlled number of visitors’ accesses, offering hand disinfecting gel dispensers, indications for paths to be followed inside the show, security personnel checking that distances and other measures are followed, constant disinfection of booths and trade show areas and constantly sanitized shuttle buses carrying 50% of their full capacity, among other measures. Moreover, at the entrance test swabs will be done to visitors, exhibitors and personnel, but not in the case they can prove they have been vaccinated, did a swab a maximum of 48 hours before their visit to the show or have recovered from Covid-19 (180 days from the healing).

“The figure 100 is a strong number, significant, rounded and promising. It is surely an aim, but if we read it the opposite way around –‘001’–it becomes symbol of a new beginning,” commented Agostino Poletto, general manager, Pitti Immagine. “Since from the beginning it appeared to us a great opportunity to express the feeling we are experiencing and is guiding us in organizing our summer shows, finally to be held as physical events.”​

Agostino Poletto, general manager, Pitti Immagine

Agostino Poletto, general manager, Pitti Immagine

The show will host 362 brands, of which 101 are from foreign markets and 47 participating in the show only through its Pitti Connect digital version, all presenting their s/s 2022 new collections. The show will be organized according to three main macro areas–Fantastic Classic, Dynamic Attitude and Superstyling.

A vast series of events will take place inside the Fortezza involving exhibitors and brands presenting their collections. Among its various initiatives, Pitti Uomo will dedicate special attention to responsible upcoming new brands to be hosted within Sustainable Style #3, to be held in the Salone M of the Fortezza da Basso.

The third edition of this project presents 15 brands including some of the youngest and coolest brands, designed and produced according to eco-responsibility criteria. Giorgia Cantarini, fashion journalist and curator of the project, scouted them for the show. The brands she selected are Arbo Paris, Connor McKnight, DNI, Federico Cina, Monad London, Myar, Ordinary Disorder, Patchouli Studio, Patrick McDowell, Reamerei, Stories, Uniforme, Vitelli, Woo and Wuuls. A special live performance will be held during the show for presenting all the designers’ collections participating in this special section.

Pitti Uomo's Sustainable Style initiative, image pic

Pitti Uomo’s Sustainable Style initiative, image pic

As part of this initiative they will also present the capsule “Overland” Vitelli x Bonotto, showing three tapestries and one capsule collection made with weaving tests by Bonotto and using fabric leftovers from the company used for producing a 100% regenerated yarn woven in the Doomboh fabric and inspired by hippies’ travels to Eastern countries from the ’50s to the ’70s.

Another highlight of this project will be Help by Katharine Hamnett x Patrick McDowell, a capsule collection that expresses the difficulties the British fashion industry is facing because of Brexit. McDowell, also participating the Sustainable Section, produces his own brand offering low impact and ethical products.

Among all the participants, various other brands will present their sustainable collections and lines. Among them there are +Three°°° (also see here), N’go Shoes, Regenesi and Save The Duck. Offering new eco-friendly concept collections there will be, among others, Baracuta, Closed, Herno, Moaconcept and Paul & Shark. Along with other new projects and collections, Alphatauri will launch a new high-tech thermoregulating T-shirt made with a special 3D knitwear.

Replay has organized its own initiative in the city of Florence, inside its own Replay Store at Via de’ Pecori 7/9. The brand will hold the live performance “Replay Tailor Made Lab” that will involve one of its historic collaborators for customizing old and new Replay pieces with patches and special fabric applications. The performance will take place within the same days of the show from 11am to 1pm and from 2:30pm to 7:30.

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